The Vespa brand - an icon of the Italian lifestyle all over the world - is now worth more than one billion euros (€1,079 million), an increase of 19 percent compared to the value the brand had obtained in the previous valuation (€906 million in 2021). This is the result of the study commissioned by the Piaggio group from global brand consultancy Interbrand. "The term iconic is often overused, but there is really no other way to define this historic yet ever-evolving brand that is deeply Italian and loved globally, is premium and at the same time inclusive," said Manfredi Ricca, Global Chief Strategy Officer at Inter brand, noting that "our valuation work not only puts into numbers the success of this desired and in-demand brand, but also shows that Vespa can embody values such as freedom and joie de vivre, conquering new arenas beyond the boundaries of mobility. The scope and success of the collaborations prove this".